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The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions

The effect of environmental concern on conscious green consumption of post-millennials: the... This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.Design/methodology/approachBased on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior.FindingsThe main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior.Originality/valueThe research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1747-3616
DOI
10.1108/yc-10-2020-1241
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Abstract

This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior.Design/methodology/approachBased on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior.FindingsThe main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior.Originality/valueThe research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Jul 7, 2021

Keywords: Environmental concern; Greenwashing; Conscious purchasing behavior; Post-millennials

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